The annual Black Friday shopping day has always been about finding the best deals, but this year retailers are preparing for a US consumer more zealously fixated than ever on getting value for their money.

While Black Friday properly falls on Nov. 29. this year, retailers like Amazon, Best Buy, Walmart, and Target have already kicked off their sales. Truly, the sheer volume of deals is dizzying. You're in luck though,

Experts say fraudulent sites and ads remain a pervasive issue. "Many of the scam sites are short-lived campaigns, so it's an ongoing effort to identify new sites," Ilya Volovik, director of Recorded Future Payment Fraud Intelligence, told CBS News. "Some of the longer living scam sites change their 'sales' advertisement based on a holiday."